TY - JOUR A1 - Martí Parreño, José AU - Sanz Blas, Silvia AU - Ruiz Mafé, Carla T1 - Spanish teenagers´ attitude and acceptance of mobile advertising Y1 - 2012 SN - 2165-3240 UR - http://hdl.handle.net/11268/4128 AB - The aim of this research is to test the main message-driven factors influencing consumer attitude and acceptance of mobile advertising. A conceptual model is developed – and empirically tested to examine the influence of four message-driven factors (informativeness, ubiquity, frequency, and personalization) as antecedents of consumer attitude and behavior towards mobile advertising messages. KW - Publicidad - Estrategia KW - Publicidad KW - Comunicación de masas LA - eng ER -